Cantabil ensures its offerings cater to evolving Indian tastes
Cantabil Retail India Ltd is in the business of designing, manufacturing, branding and retailing of apparels under the brand name of Cantabil. In the last 24 years since the company started its garment manufacturing and retailing business in 2000, CANTABIL has become a complete family wear brand with the addition of the womenswear segment in 2007, and men’s accessories in 2013. Today, the Cantabil brand offers a complete range of formal, party, casual and ultracasual clothing for man and women in the middle- to high-income group. In an interview with Fibre2Fashion, Whole Time Director Deepak Bansal discusses how Cantabil has become a trusted brand in the Indian fashion retail.
The fashion retail industry is witnessing rapid changes in consumer behaviour, driven by digitalisation and increased awareness. How do you see these trends shaping the future of the industry?
Digitalisation has revolutionised the fashion industry, making shopping more accessible and personalised. AI-driven recommendations and seamless online platforms have expanded the global reach of fashion brands. At the same time, consumers are becoming more conscious of sustainability, ethics, and the environmental impact of their purchases. This shift is pushing brands to adopt more transparent practices, such as ethical sourcing, sustainable production, and eco-friendly materials. Moving forward, brands will need to innovate both in technology and sustainability to stay relevant.
With the global focus on sustainability, how is the Indian fashion retail industry adapting to the demand for eco-friendly practices and products?
The Indian fashion retail sector is responding to the growing demand for sustainability by incorporating eco-friendly materials like bamboo, cotton, linen, hemp, modal fabrics and recycled fabrics into collections. Many brands are shifting to slow fashion principles, focusing on quality over quantity and reducing waste in production. Additionally, several brands are implementing circular fashion initiatives, such as garment recycling and take-back programmes, to extend the life cycle of their products. Certifications like Fair Trade and GOTS (Global Organic Textile Standard) are also gaining popularity, signalling a stronger commitment to sustainability.
Technologies like AI, AR, and big data analytics are transforming retail operations. How do you perceive their role in enhancing customer experience and streamlining backend processes in the fashion sector?
AI, AR, and big data are playing a pivotal role in both customer experience and backend operations. AI helps create personalised shopping experiences through tailored recommendations, while AR enhances the customer experience by enabling virtual try-ons, reducing the need for physical trials and minimising returns. Big data allows brands to analyse consumer behaviour, predict trends, and optimise inventory, ensuring the right products are available at the right time. These technologies are streamlining operations, improving efficiency, and enhancing the overall shopping experience.
The pandemic highlighted the vulnerabilities in global supply chains. What are some strategies the industry is adopting to ensure a more resilient and efficient supply chain?
To strengthen supply chain resilience, many fashion brands are diversifying their suppliers and manufacturing locations, reducing reliance on single-source suppliers. Technology has played a crucial role in improving visibility and communication across the supply chain, with real-time tracking and digital platforms enabling quicker responses to disruptions. Brands are also focusing on local sourcing to minimise shipping delays and costs. Additionally, more flexible inventory management models, such as smaller, more frequent shipments, are being adopted to better handle fluctuations in demand and supply chain disruptions.
With the line between online and offline shopping becoming increasingly blurred, how can brands in the fashion retail industry create a seamless omnichannel experience for customers?
Creating a seamless omnichannel experience requires integrating both online and offline touchpoints. Brands can offer a unified customer experience by maintaining consistent data across platforms, ensuring personalised recommendations whether customers are shopping online or in-store. Services like click-and-collect, where customers can shop online and pick up items in-store, offer convenience and drive foot traffic. Real-time inventory updates ensure customers know what is available both online and in-store. Additionally, flexible return policies and virtual try-on technology can bridge the gap, offering a cohesive experience that meets customer needs across all shopping channels.
Cantabil has grown to become a prominent retail brand in India. How would you describe the brand’s unique value proposition in the competitive Indian retail landscape?
Cantabil’s unique value proposition lies in offering stylish, high-quality clothing at competitive prices, catering to the different fashion needs of men, women, and children. Cantabil’s products include casual wear, formal wear, and ethnic attire, addressing customer needs as per the occasions, which makes its appeal wide in a highly fragmented retail market. With a strong presence across India, especially in tier 2 and tier 3 cities, it has established itself as a reliable, value-driven brand by fusing accessibility, a large selection of products, and a focus on the customer experience.
Over the years, Cantabil has expanded its footprint significantly. Can you share your vision and strategy for further expansion in tier 2 and tier 3 cities?
Increasing brand accessibility through additional physical outlets and leveraging specialised marketing to appeal to local tastes are key objectives of Cantabil’s expansion plan in tier 2 and tier 3 cities. The brand also aims to strengthen its online presence to complement its physical stores, providing a seamless shopping experience that aligns with the increasing digital adoption in these regions.
Additionally, Cantabil seeks to establish itself as a go-to choice by offering more affordable and trendy clothing, enhancing customer experience to support its retail growth, and capitalising on rising disposable incomes and evolving fashion demands.
Your collections span formal wear, casual wear, and accessories. How do you ensure your offerings cater to the evolving tastes of Indian consumers?
Cantabil ensures its offerings cater to evolving Indian tastes by staying aligned to the trending fashion and consumer preferences. Regular market research, customer feedback, and collaboration with designers help adapt collections as per the demand of the market. We also make sure to emphasise on quality, comfort, and affordability, ensuring that our formal, casual wear, and accessories align with the diverse needs of Indian consumers across various regions.
With the growing popularity of online shopping, how has Cantabil adapted its business model to align with e-commerce trends?
To align with e-commerce trends, Cantabil has integrated a robust online platform that offers a seamless, user-friendly shopping experience across devices. We have adopted a strategy that combines both physical and digital touchpoints, ensuring broader customer engagement. We have leveraged data for personalised marketing, offering multiple secure payment options, and ensuring fast, reliable delivery. Additionally, we have incorporated sustainable practices and engaged through social media that helped building brand loyalty and meet evolving consumer expectations in the digital era.
Sustainability is becoming a significant focus for the fashion industry. What steps is Cantabil taking to promote sustainable practices in its operations?
To promote sustainability, we focus on using eco-friendly materials such as bamboo, cotton, linen, modal, and lyocell fabrics, along with non-toxic dyes in our products. Our ethical manufacturing procedures ensure fair wages and safe working conditions.
We also train our employees to reduce waste through efficient production processes, offer recycling programmes, and work towards minimising carbon emissions in logistics. Additionally, we conduct various seminars to educate consumers about making sustainable choices.
How does Cantabil prioritise customer feedback, and what measures are in place to enhance the shopping experience across your stores?
Cantabil places a high priority on customer feedback to understand preferences and identify areas for improvement. This is achieved through regular surveys, in-person interactions, and online review monitoring. The company has established feedback loops at each of its locations, and employees are trained to engage with customers effectively and gather valuable input.
To enhance the shopping experience, Cantabil focuses on product selection, store design, and in-store customer service to create a welcoming atmosphere. Additionally, we provide extensive training to our employees to uphold high service standards, ensuring customer satisfaction and fostering loyalty.
The Indian retail sector is known for its dynamic challenges, from economic fluctuations to shifting consumer behaviours. How has Cantabil navigated these challenges successfully?
Cantabil has successfully navigated the challenges of the Indian retail sector by staying adaptable and focused on customer needs. In response to economic fluctuations, the brand strikes a balance between affordability and quality, appealing to budget-conscious yet style-savvy consumers. By diversifying its offerings to include formal, casual, and ethnic wear, Cantabil meets changing fashion preferences. Expanding into tier 2 and tier 3 cities has allowed the brand to tap into emerging markets with growing disposable incomes. Additionally, Cantabil has embraced omnichannel retailing, integrating physical stores with an online platform to stay in tune with evolving shopping habits. Through strong customer engagement and a commitment to quality and value, Cantabil has built lasting brand loyalty and continues to thrive in a competitive market.
Cantabil operates a vast network of stores. How do you ensure a motivated and well-trained workforce across different locations?
Cantabil keeps its workforce motivated and well-trained through a range of initiatives. Regular training sessions help employees stay informed about new products, customer service techniques, and the brand’s core values. Performance-based incentives encourage staff to meet sales targets and focus on customer satisfaction. Strong communication between stores and headquarters creates a sense of unity, while employee recognition and growth opportunities further inspire dedication. These efforts ensure consistent service quality across all locations.
What marketing or branding strategies have been the most effective in establishing Cantabil as a trusted name in Indian fashion retail?
Cantabil has built a strong reputation in Indian fashion retail through a combination of strategic marketing and branding efforts. Key to its success has been its focus on affordability without compromising on quality, which resonates with the budget-conscious Indian consumer. The brand uses targeted advertising to highlight its diverse product range, appealing to different demographics. A strong presence in both traditional retail stores and online platforms ensures broader reach. Additionally, the brand focuses on customer engagement, encouraging feedback and building trust through consistent product quality and exceptional service.
What are the immediate and long-term goals for Cantabil Retail India, and how do you plan to achieve them in a rapidly evolving market?
Cantabil Retail India’s immediate goal is to expand its presence in both tier 2 and tier 3 cities, tapping into growing markets with increasing disposable incomes. In the long term, the brand aims to strengthen its position as a leading player in the mid-premium fashion segment, focusing on sustainability and innovation. To achieve these goals, Cantabil plans to increase its store network, enhance its online presence, and invest in customer-centric initiatives. By staying adaptable to market trends, offering high-quality, affordable products, and improving its omnichannel strategy, Cantabil will continue to meet the evolving demands of Indian consumers.
